comScore Launches Panel-Based Attribution Solution

Digital measurement specialist comScore has developed a panel-based attribution solution which it says provides a picture of online behavior over longer periods of time than traditional cookie-based attribution.

comScore says the 'richness' of panel data enables more sophisticated segmentation of customer demographics, such as new versus existing buyers, high-value versus low-value, and repeat versus one-time buyers.

According to the firm, the new model can also be used to find users who did not see a brand's ad; understand the behavior of users who saw an ad but did not engage; view customers' non-tagged behavior away from the brand's site; and see customers' purchase behavior in the context of broader activities, such as their path-to-purchase and the types of media they use most often.

Commenting on the approach, which has been piloted with Publicis and ZenithOptimedia, comScore CEO Serge Matta said: 'When it comes to understanding customers and prospects, cookie and CRM-based attribution methods don't give a complete enough picture. With a more holistic understanding of how advertising activity influences a brand's current and potential buyers, panel-informed attribution empowers brands and agencies to make better decisions about how, where and when they're engaging with customers to help increase sales.'

Web site: www.comscore.com .